2. The concept:
• The Woodlands market is comprised of young, craft
beer enthusiasts
• Seven local breweries were contacted to grow our sales
in the craft beer subcategory and their business in the
area.
• The breweries in attendance include:
3. The planning:
• In order to get the word out about our event we created an
invitation that was placed on each register the week leading up to
the tasting.
• We placed an invite up on our Facebook account, contacted past
customers whom had attended tasting events, individual Instagram
accounts, and made a banner to hang above our produce entrance.
• Tasks were delegated out to our beer/wine representatives which
included ordering, setting up a six pack run, tagging individual
bottles, and setting up the “mix and match” six pack table.
• All breweries were asked to have “swag” items (free koozies,
stickers, coasters) at their table and asked to donate what they
could for gift basket giveaways.
4. The planning continued…
(right) Invite placed on each register.
Used to spread word of the event.
(left) Banner placed above our produce
entrance informing customers of the activity
throughout the store.
5. The execution:
(Above and bottom right) run of six
packs for easy customer pickup.
(Top right) Mix and Match 6 pack table
for those customers interested in variety.
6. The Experience:
• Due to a small layout we created a “Pub crawl”-like
experience through our store, pairing each beer up with a
unique product found in our store.
• No Label paired with our Sriracha guacamole
• Saint Arnold’s- HEB bratwursts
• Karbach- Dry aged beef with bleu cheese crumbles
• Southern Star- Creamy Creations 1905 Vanilla Ice cream
• Goliad- Outragin’ Cajun and sweet cajun trail mix and wasabi
almonds
• Cycler’s- Café on the Run Pizzas
• New Republic- Love dip and spinach and artichoke dips
• We included a “passport” for all stations, telling each
customer that visited all seven vendors, they would be
entered to win a donated, beer, themed basket.
7. • Each vendor was given stickers to place over their
label to indicate that each customer completed all
seven tastings.
• We provided an area at the bottom for customer’s
information in order to contact them if they were
selected to win a raffled off gift basket, and also
for future beer/wine events.
• (bottom right) Items from breweries were donated
then made into baskets by our floral department.
Some items were sundry’d out and baskets made
from hand picked items.
8. Large crowds by the
No Label and
Saint Arnold’s tables
Goliad crowds.
Group of friends enjoying
free samples and great beers
9. (Top left) Cyclers crowd.
(Top right) Karbach and
dry aged beef
(Bottom right) Goliad and
Southern Star.
10. The feedback:
• All vendors were very pleased with the turn out and also the format of
having customers walk throughout the store.
• Many vendors heard customers say that “they only came in for one item”
but were drawn into the excitement and ended up leaving with larger
baskets.
• Vendors liked the idea of the “passport” which gave way to more
customers visiting each station and at least tasting each brewery’s sample.
• The smaller breweries liked that the layout which allowed them to sell
their product without being overwhelmed by the bigger breweries.
• Many customers commented that the craft beer event was a nice change
of pace, considering most of our events are focused around wine.
• All breweries appreciated that their stations were set up before hand and
clean up was taken care of after.
